When companies need to make major purchases, they typically assemble an internal team - known as the buying group, buying committee or buying center - to evaluate options and make the decision.
Salespeople historically identified members of a target account's buying group through networking and gathering data, but new data-driven technologies are now aiding in early identification.
Different roles within a buying group have specific agendas and motivations, requiring tailored marketing messages for effective engagement.
AI-powered platforms are increasingly used to pinpoint potential buying group members earlier in the B2B buying journey, enhancing identification and engagement strategies.
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